Singapore's RisingJoy has launched RJoy, a direct-to-consumer microdrama streaming service for the US and Japan, integrating with TikTok Minis. The platform will release 20 originals by late 2026, including AI-generated anime and 'AI human' content. This launch capitalizes on the significant microdrama revenues in these markets, marking RisingJoy's expansion into a full-service micro entertainment studio.
The US and Japan are the most lucrative territories for microdramas outside China, making this a high-stakes test of whether AI-generated human and anime content can sustain viewer retention. RisingJoy’s integration with TikTok Minis bypasses the friction of standalone app downloads, leveraging existing social traffic to drive monetization. This move pressures established platforms like Cineverse’s MicroCo to accelerate their own AI-native production cycles as the sector shifts from licensing to original IP ownership. Watch for RisingJoy's conversion rates from TikTok's free-to-watch previews to RJoy's paid in-app purchases as a primary indicator of vertical drama viability in Western markets.
RisingJoy's RJoy launch places it in direct competition with a rapidly growing field of vertical short-drama platforms targeting Western and Japanese audiences.
The microdrama market's explosive growth has drawn significant investment and platform launches across Asia and North America. China's microdrama industry reached approximately $7 billion in domestic revenue during 2024, surpassing the country's theatrical box office, creating a massive content pipeline that Singapore-based companies like RisingJoy are now adapting for international audiences.
RisingJoy's use of AI-generated human and anime content positions it at the intersection of two converging trends in vertical video production. RisingJoy's bet that AI humans can sustain viewer engagement across 20 planned originals will be tested against platforms like ReelShort and DramaBox, which continue to rely primarily on live-action production with human actors while experimenting with AI only in post-production and dubbing workflows.
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